This Year’s “Store-by-Store Marketing Support Plan” Finalized
Impact of Last Year’s 30 Billion Won Headquarters Support
Theborn Korea announced on the 24th that it held the 5th Regular Meeting of the Win-Win Committee in the meeting room of the Startup Briefing Hall, Annex, in Seocho-gu, Seoul, where it finalized the "2026 Store-by-Store Marketing Support Plan."
Theborn Korea's Win-Win Committee is a tripartite consultative body launched in June last year, composed of franchise store representatives, headquarters executives, and external members. It is a standing body that officially discusses pending issues between the franchisees and the headquarters.
Baek Jongwon, CEO of Deobon Korea (fourth from left), and franchise store representatives are posing for a commemorative photo in the meeting room of the Startup Briefing Hall annex in Seocho-gu, Seoul after attending the 5th regular meeting of the Win-Win Committee. Provided by Deobon Korea.
The key agenda item of this meeting was the operational direction for this year of the "Theborn Integrated Discount Event." Through headquarters support of about 30 billion won last year, Theborn Korea offered up to 50% discounts on signature menu items from its major brands. The company explained that franchise owners responded very positively to last year's discount event.
This year as well, to respond to the slump in the dining-out market, the company plans to hold the "Theborn Korea Dining Brand Integrated Discount Event" for about two weeks starting in early April, and to run the "Paikdabang Brand Special Promotion" in May. However, taking the business environment into consideration, the headquarters and franchise owners agreed to adjust the scale of support.
Measures to strengthen marketing were also discussed. Within the first half of the year, the company plans to introduce the "Theborn Integrated Membership," which will provide integrated points and benefits across brands, and to expand outdoor advertising, focusing on major commercial districts.
In addition, major pending issues were placed on the agenda, including: development of a card payment system for franchise owners' ordering; promotion of logistics center relocation; review of fixed royalty reductions; and responses related to filing complaints against malicious YouTubers.
CEO Baek Jongwon said, "I would like to thank the franchise owners who stood with us during the difficult times last year," adding, "We will create a virtuous cycle in which we strengthen our competitiveness in the domestic market and reinvest the growth momentum secured in overseas markets into revitalizing domestic franchise stores."
The chairperson of the Win-Win Committee said, "Last year, we executed support totaling about 43.5 billion won to overcome the crisis," adding, "This year as well, we will continue to provide support within the possible scope to ease the burden on franchise owners." External committee member Yoo Hyo-sang said, "As the slowdown in the dining-out market is highly likely to continue, cooperation is needed to prepare practical win-win measures."
Theborn Korea plans to use future regular Win-Win Committee meetings to strengthen cooperation with franchise stores in areas such as establishing brand-specific consultative structures, improving systems, and protecting consumers.
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